Service Failure and Recovery in Select Industries

There is a growing realisation that customer satisfaction is necessary but not sufficient for survival. The firms must organise efforts to create a completely satisfied customer. The issue is whether marketers really act upon this prescription. This study is aimed at discovering the incidents of failures in the context of service marketing. An attempt is made to identify failure incidences; their perceived severity and adequacy of recovery efforts in select service industries. It has been found that firms stumble in doing a good job at basic or core service level what to talk about augmentations. Besides, inter-personal failures are perceived to be the most severe. The firms are not able to make effective recovery in most of the cases from the customer's point of view.